For businesses that are either planning to launch a new e-business or increase the profits of an existing one, this book provides techniques and methods to increase effectiveness and growth. Approaches to viewing a company's foundation introspectively through Products, services, branding, target markets, online objectives, and budget are discussed, as is how to objectively evaluate the effectiveness of a website. Proven online marketing techniques such as link strategy, mail lists, content site advertising, newsgroup marketing, viral marketing, RSS, blogvertising, behavioral advertising, and emerging techniques are outlined. Guidance in the areas of creating the right interface, design and brand integrity, online copy and quality content, persuasive navigation and functionality is also given and methods for campaign testing, measuring metrics, and analysis are covered.
Susan Sweeney, C.A., is president of Connex Network, Inc., an international Internet marketing and consulting firm. She is the bestselling author of 101 Internet Businesses You Can Start from Home and The e-Business Formula for Success. She lives in Bedford, Nova Scotia. Andy MacLellan is a partner of VERB Interactive, Inc., an Internet marketing consulting and Web services firm specializing in delivering targeted solutions to travel and tourism industry clients around the globe. Edward Dorey is also a partner of VERB Interactive, Inc., with years of experience conducting competitive research, designing website architectures, and developing targeted Internet marketing strategies.